The Artist Collective
Jewel wanted to attempt creating a trademarked brand as an umbrella for a series of their artists. They were hoping this would allow them to offer more of their artists to larger retailers, which were asking for trademarked brands.
My initial concepts for this project were attempts to convey a connection to Jewel, but also an entity that would stand independently and represent a myriad of talent.
While initially I was envisioning something elegant and more sophisticated, the feedback I received from my Creative Director was to try thinking something more punchy and fun.
We ended our first round with more brainstorming of what to call this collective. We agreed to try three main titles - The Orchard Collective, Art Party, and Just Peachy. Our next assignment was to visually represent these concepts with more pizazz. Left and below you can see some of the concepts that came out of this round.
Here you can see, I tried incorporating colors and typography that amped up the fun in the Just Peachy and Art Party concepts. I tried to incorporate some of the peachy concept into The Orchard, as Jewel is located in Atlanta and they liked the representation of the peach.
As we were heading into the elimination round, we narrowed it down to the peachy concept. Just Peachy was changed to Peachy Creatives as Just Peachy was already in use. However, the project was tabled when Jewel was informed there were legal issues with trying to trademark multiple brands under one brand.
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